Non-Click Data Redux
Media

Non-Click Data Redux

24y Tom Hespos

Non-Click Data Redux

Two weeks ago, Tom wrote a column on "Tracking Non-Click Conversions," and the mail is still rolling in. The vast majority of responses say, "Hespos s...

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Competing With Your Own Clients
Media

Competing With Your Own Clients

24y Tom Hespos

Competing With Your Own Clients

One of the most frustrating situations in the agency-side interactive media business is the one in which a client can't decide who handles the media b...

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Tracking Non-Click Conversions
Media

Tracking Non-Click Conversions

24y Tom Hespos

Tracking Non-Click Conversions

We've known for a long time that banner ads have an effect on users who don't click. And we've measured "non-click conversions" by tagging users with ...

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Hark, New Ideas
Media

Hark, New Ideas

25y Tom Hespos

Hark, New Ideas

@d:tech New York once again invaded our soil. The show is a terrific one, and it tends to be a lot more focused on the advertising aspects of the web ...

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Effective Cross-Promotions
Media

Effective Cross-Promotions

25y Tom Hespos

Effective Cross-Promotions

Tom has a coffee maker thatmakes espresso, cappuccino and a bunch of other stuff. But he doesn't use all the features because it's not intuitive. Whet...

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Dot Com Fever
Media

Dot Com Fever

25y Tom Hespos

Dot Com Fever

It's fourth quarter - a critical quarter for most dot com companies. Those that wish to snag a respectable slice of the fourth quarter e-commerce reve...

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Flycast Sets Its Net in Europe
Media

Flycast Sets Its Net in Europe

25y Tom Hespos

Flycast Sets Its Net in Europe

Internet ad company Flycast Communications Corp. Monday packed its bags and went to Europe, eyeing what it expects to become a booming Web advertising...

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The Revolution Is Coming...
Media

The Revolution Is Coming...

25y Tom Hespos

The Revolution Is Coming...

While online advertising suffers from the lingering effects of "banneritis," the smart media planners are searching for new ways to help their clients...

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Do Unto Others...
Media

Do Unto Others...

25y Tom Hespos

Do Unto Others...

Tom bumped into an old buddy at a conference last week. He asked Tom an interesting question. "If there's one single thing you hope every reader takes...

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The Battle Of The Titans
Media

The Battle Of The Titans

25y Tom Hespos

The Battle Of The Titans

Last week, the phrase that pays was evidently something akin to "Yes, Mr. Wetherell, I do have an ad management system that I'd be willing to sell." F...

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New Buying Models In The Wind?
Media

New Buying Models In The Wind?

25y Tom Hespos

New Buying Models In The Wind?

If Excite plans to change the way it sells advertising in 2000, it changes the way they do business. Tom says he hasn't heard from Excite directly on ...

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Media Planning Is Hot, But Is It Viable?
Media

Media Planning Is Hot, But Is It Viable?

25y Tom Hespos

Media Planning Is Hot, But Is It Viable?

Losing money was fashionable for a while, but most dot-com companies have been jolted out of La-La Land by investors. Agencies are expected to make mo...

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New Rules Of The Game
Media

New Rules Of The Game

25y Tom Hespos

New Rules Of The Game

Experience in traditional media planning or buying is a tremendous asset for online media planners. While many of the traditional media planning conce...

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Tap The Button, Get A Food Pellet
Media

Tap The Button, Get A Food Pellet

25y Tom Hespos

Tap The Button, Get A Food Pellet

It's distressing that a number of dot com businesses have been built on incentivizing web surfers to view advertising or sign up for special offers. A...

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What Do Media Planners Want?
Media

What Do Media Planners Want?

25y Tom Hespos

What Do Media Planners Want?

Sales reps frequently ask Tom what he's looking for when evaluating their sites, or what criteria might determine appropriateness for his campaigns. E...

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Deal Breakers And Hell Raisers
Media

Deal Breakers And Hell Raisers

25y Tom Hespos

Deal Breakers And Hell Raisers

Many times in the course of negotiating a media package, a media planner might hit a snag - something on which the sales rep will absolutely not budge...

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Why Can't We All Get Along?
Media

Why Can't We All Get Along?

25y Tom Hespos

Why Can't We All Get Along?

Does your media department get along with your production team? Be honest, now. Tom's fellow agency folk talk about these communication problems. And ...

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Software Tools To Save Your Butt
Media

Software Tools To Save Your Butt

25y Tom Hespos

Software Tools To Save Your Butt

Listen up, media planners, Tom's going to share the secret of his success in the office world. You see, there's certain software tools he likes on his...

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Between A Rock And A Hard Place
Media

Between A Rock And A Hard Place

25y Tom Hespos

Between A Rock And A Hard Place

Online advertising is at a critical point. Banner ad effectiveness is at an all-time low. New online marketers experience poor ROI. We need to educate...

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Breaking Into The Interactive Business
Media

Breaking Into The Interactive Business

25y Tom Hespos

Breaking Into The Interactive Business

Listen up, media planners and buyers. If you're from a traditional agency and want to break into interactive, Tom spells out the options. Truth is, br...

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Campaign Performance - To Each His Own
Media

Campaign Performance - To Each His Own

25y Tom Hespos

Campaign Performance - To Each His Own

Online advertisers put entirely too much faith in the performance of their campaign versus a nebulous "industry average." Anyone who has ever planned ...

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Setting Ourselves Up For a Revolt, Redux
Media

Setting Ourselves Up For a Revolt, Redux

25y Tom Hespos

Setting Ourselves Up For a Revolt, Redux

Tom normally uses this space to try to answer questions about online advertising media buying issues. However, he's been known to use this forum to as...

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Segmenting Ad Buys
Media

Segmenting Ad Buys

25y Tom Hespos

Segmenting Ad Buys

Many agencies invested in adserving technology over the past couple years but got a rude awakening when they found it impractical to use these servers...

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Breaking Into A Category
Media

Breaking Into A Category

25y Tom Hespos

Breaking Into A Category

The rush to the web is a land grab. And unfortunately, sometimes people are late to the game. The web has several categories of products and services ...

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Killer Online Media Strategy
Media

Killer Online Media Strategy

25y Tom Hespos

Killer Online Media Strategy

Last week, Tom talked about the elements of a good media strategy, at least from the traditional advertising agency's point of view. This week he tell...

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Writing Killer Strategies
Media

Writing Killer Strategies

25y Tom Hespos

Writing Killer Strategies

Want a terrific media plan? Then forget the BS and think strategy. It's a guarantee for clear goals, objectives, proper budget and ultimately, killer ...

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Tips for Evaluating New Rich Media Formats
Media

Tips for Evaluating New Rich Media Formats

25y Tom Hespos

Tips for Evaluating New Rich Media Formats

Krillions of new ad formats, but which one? Looking for a response rate more than 10 times higher than animated GIFs? Get some tips off Tom for evalua...

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